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Konsten att kommunicera ut två varumärken samtidigt: En retorikanalys om YouTubers upprätthållande av det personliga varumärket vid reklamsamarbeten
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesisAlternative title
The art of marketing two different brands simultaneously : A rhetorical analysis of how YouTubers maintain their personal brand in advertising collaborations (English)
Abstract [en]

Internet has created an opportunity for people to communicate with a larger audience and some internet users have become famous based on what they share on social media. These people are defined as influencers which includes people with a large group of followers on different social media platforms.

The rise of influencers has created new marketing opportunities for brands. While being exposed in influencers pictures or videos they can reach out to their target group. However, this new situation has created a rhetoric problem. The influencers must maintain their own personal brand while marketing another brand simultaneously. This study therefore aims to investigate which rhetoric techniques influencers, more specific YouTubers, use to maintain their own personal brand in the new context. While studying a marketing campaign created by United Screens for the brand Bic Soleil Bella, I did a rhetoric analysis of the YouTubers content where the product was exposed.

The result showed that the YouTubers within the study use the same rhetoric techniques as in videos where no paid marketing collaboration was involved. Some of the YouTubers also created a situation where the product becomes relevant to their own personal brand.

Place, publisher, year, edition, pages
2019. , p. 56
Keywords [en]
Argumentation analysis, Influencer marketing, Personal branding, Rhetorical analysis, Social media, YouTube, YouTuber.
Keywords [sv]
Argumentationsanalys, Influencer marketing, Personligt varumärke, Retorikanalys, Sociala medier, YouTube, YouTuber.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-86232OAI: oai:DiVA.org:lnu-86232DiVA, id: diva2:1336069
Subject / course
Media and Communications Science
Supervisors
Examiners
Available from: 2019-07-09 Created: 2019-07-09 Last updated: 2019-07-09Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf